This study investigates the effect of e-service quality dimensions on the repurchase intentions of e-commerce customers in India. Data were collected via an online survey, resulting in 350 usable responses, which were analyzed using structural equation modeling (SEM). Results reveal that website design, customer service, and security have a significant impact on customers repurchase intentions, collectively explaining 44.3% of the variance in repurchase behavior. These findings highlight the important role of well-designed websites, reliable customer support, and secure transactions in retaining online shoppers. This study provides valuable insights for e-commerce managers seeking to improve customer loyalty and provides a foundation for future academic research in the areas of e-service quality and consumer behavior.
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